These are the slides from the Customer Journey Class given at GA in February 2018. Slides only.

1. Hello

2. All of the journeys

3. Conversion funnels Service Blueprints
Experience Maps Customer Journeys

8. It doesn’t matter

9. The map/journey/blueprint is a tool used to
understand and design holistic
experiences for our users.

10. • Who are users are
• Channels, environments and systems
• Touchpoints along their journey
• Duration of interactions
• Decisions, emotions and pain points
• Gaps in systems, process and people

11. The value of the artefact is tied to the
quality of the insights garnered and
message it conveys.

12. #RANT

18. A broader utility

19. Product Focus
Human Centred

20. CEO
Product Product Product Support

21. Segment Segment SegmentSupport
Support
CEO

22. Let’s break it down

23. http://mappingexperiences.com/

24. The Australian Defence force wanted to
increase the number of female
applicants to active positions.
To do so they wanted to understand
what they could optimise with their
current marketing and on boarding.

25. Form the team

26. Researcher
Strategic
Designer
Project
Manger
Visual
Designer
SME

27. Get a room

28. Current research

29. Create a plan

30. Talk to users

31. Observe users

33. Side note: Personas

34. A persona is a “hypothetical
archetype” or character who
represents a group of users. It’s
used to understand their goals,
behaviours, attitudes and context
in which they operate.

35. quantitative qualitative

38. Bland personas
Personas which are too stereotypical
No real data
No first hand knowledgE
Telling people things they don't need to know
AVOID

39. Who is this user?
What are their goals?
How do they behave?
What do they think?
What are their pain points?
What is the context in which they operate?
LOOK FOR

40. Back to it

51. Take a break

52. Let’s have a crack

54. Appendix
A little research

55. 55Adding some more data
quantitative qualitative

56. 56Tell me the facts
quantitative
Data from
reportable sources
with numerical
characteristics

57. 57Quantitive data
‣Online Traffic Analytics - GA / Omnivore
‣Marketing demographics - Nielsen
‣Australian Bureau of Statistics
‣Survey respondents
‣Social media analysis
‣Google insights
‣Harvard business review / Gartner

58. 58Agency reports / white papers

59. 59Tell me a story
Data direct from user
observations and
interaction, usually
difficult to measure
numerically
qualitative

60. 60Interviews

61. 61Shadowing / Contextual inquiry

62. 62Diary studies

63. 63Focus groups

64. Thanks